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Letter: He’s Down With Variable Data Printing

HE’S DOWN WITH VDP

I WAS EXCITED TO READ your article “Variable data printing update” in the March issue. It’s about time that someone started to call out the value and tremendous opportunities in personalized marketing.

We have been using VDP in our direct marketing for more than five years. We use PURL sites for marketing to drive efficient and convenient transactions for our customers.

Use of these printing techniques has increased customer lifetime value by more than 350%. This in turn allows us to invest more in Internet-related customer acquisition while outflanking our competition.

We have spent the past two years developing a new Internet commerce platform that automates what we call event-driven marketing. EDM uses a single database environment to drive personalized marketing/promotional messaging in every communication with our customers. From the CSR deck to site analytics, all data is captured and influences the next communication based on prioritized business objectives.

We are now launching our new platform and are really excited about the growth opportunities for our businesses in the U.S. and EU.

Thanks again for your article on VDP — hopefully marketers will start to listen.

Noah M. Gresham, CEO/partner American Internet Holdings

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